A brand audit involves a review of the whole, or segments of a company with respect to the public persona of the brand. Companies that believe in the relevance of a strong brand and the relative relationship to building a successful business will periodically do an audit as a evaluative exercise to make sure that everything relating to the brand is in-line with the corporate brand strategy – the goal is to ensure brand integrity (products, services, messaging, internal processes, identity and promotion…) and to deal with potential negative (alleviate) or positive (capitalize) issues that may be effecting the reputation the brand.
